The grounds are shifting: For a long time, Home and Living has been a cosy little niche in the online market. But last year, business was picking up rapidly. And with market size going through the roof, the rules are changing. A growing number of retailers and manufacturers are joining in, pursuing ambitious growth plans. Customers are getting more savvy and increasingly compare prices, terms and conditions and product features. They love to visit brick and mortar stores for testing, then go home and shop online.